中文摘要
顾客的需要是市场营销的起点，市场营销的最终目标就是要满足顾客需要
在信息社会中，不仅要善于发现顾客的需要作为营销的起点，还要能顺应社会经
济发展的潮流，创造出一种新的需求，并影响到顾客的需求，引导消费。企业也
需要继续对顾客提供售后的服务，进一步刺激顾客的后续购买，并影响其周围的
消费者。营销从整体上讲,首先是战略的问题，一切营销手段都是在战略下的具
体战术手段，脱离战略来讲营销，营销就会沦为具体的商务技巧。脱离企业的目
标和战略指导谈营销是空谈，是不切实际的。所以市场营销就是企业按照顾客需
要，运用企业整体性的经营模式，满足顾客的期望，为顾客提供满意的商品和服
务，从而实现企业目标的行动。也由于现代技术对社会、经济产生的深刻影响，
以及随之产生的营销环境，市场形态变化和人们消费行为，消费观念的变化，营
销理论及营销方式不断的变化，继而不断地演进发展。主要体现在市场营销研究
技术的改变，市场营销产品决策理论的发展，市场营销价格策略的发展，市场营
销分销渠道策略的变化，市场营销广告促销策略的转变等
本文的内容是通过对我国钢铁行业的市场研判与分析，对瑞尔盛中国有限公
司天津服务中心销售目标及过程进行设定与执行。首先阐述了论文选题的背景、
研究内容及本文研究的基本结构与框架；其次介绍了营销管理的相关理论知识，
这里包括：营销的基本概念、目标市场营销、客户关系管理及最终的整合营销；
再次对我国钢铁行业进行相关市场供求与竞争分析、行业上下游市场说明及目标
市场发展状况；最后，在对瑞尔盛中国有限公司天津服务中心 SWOT 及目标市场
分析的基础上，进行了营销战略研究
本文通过对瑞尔盛中国有限公司天津服务中心营销战略的研究，为探索营销
管理工作中提出新的尝试和思路，希望能为企业提供参考的价值，为同行的从业
人员对营销管理战略研究起到积极参考的作用
关键词：营销管理；顾客价值；行业分析；市场定位；战略研究
ABSTRACT
Marketing is a holistic business operation, throughout the whole process of the
enterprises’ business activities，it is related to marketing as long as these activities
concerned with operation. The starting point of marketing is customer needs; while
the ultimate goal of marketing is to satisfy the customer requirements. In the
information society，it is necessary for us to be good at discovering the needs of
customers，and the most important thing is to comply with this trend of social and
economic development to create a new demand，which impact on customer’s needs，
that is guide consumption. Enterprises also need to continue to provide after-sale
services to customers，further stimulate the customer's follow-up purchase，and affect
the surrounding consumers. As a whole，marketing is a matter of strategy，all
marketing means are the specific tactics under this strategy. Marketing will become a
specific business skill when it breaks away from strategy. The ultimate goal of
marketing is to achieve the company’s target. It is just talking and unrealistic to
discuss marketing breaking away from company’s target and strategic direction. So
the real marketing is a process of achieving company’s target，it takes customer’s
needs as their starting point，using holistic operation means to adapt and impact these
needs in order to provide satisfied goods and services for the customers. As well as
the modern technology impact on social and economy，followed several couples of
changes like marketing environment and market form, consuming behavior and
consuming concepts，the marketing theory and marketing pattern also develop
continually，reflected in the change of marketing technology，the development of
marketing products decision theory，the development of marketing price strategy，the
change of marketing channel of distribution strategy，and transition of marketing
advertise promotion strategy，etc.
By the analysis of iron industry，this paper mainly studies the marketing strategy
of Tianjin Service Center of Ryerson China Limited. First，it starts by explaining
background of selected title，study meaning and research idea. Second，it introduces
some relevant theoretical contents of marketing management，including marketing
concepts，sales tasks and other basic knowledge; besides some other correlation
theories like marketing and customer value，market demand and macro-environment
have also been recommended in this paper. Third，there is an entire analysis of iron
industry，enterprise market positioning and target market selection. Finally，grounding
on the SWOT analysis of Tianjin Service Center of Ryerson China Limited and target
market analysis，this paper mainly carries on a marketing strategic study.
Through studying the marketing strategic of Tianjin Service Center of Ryerson
China limited，this paper puts forward some new attempts and train of thought in
exploration of marketing management work，hopes to provide positive reference value
for the enterprise and employee in the same trade who also research marketing
management strategy.
Keywords: Marketing Management；Customer Value；Industry Analysis；Market
Positioning；Strategic Research